Starting a jewellery brand in 2023 is tough for so many reasons. Firstly, the expense. Selling a luxury product like jewellery demands luxury surroundings: packaging materials, jewellery boxes, website design, insurance, photography, models…and this is before we even consider the sky-high price of the materials.

London based jewellery photographer Daniela Dahur is a true GoldDust find: an incredible eye for the dream jewellery shot (no mean feat) a razor sharp eye for detail, and full of simple yet impactful ideas for shoots.

Finding customers who love your work is not always the easiest part of running an independent jewellery brand. GoldDust course founder Kate Baxter talks through her top tips for finding (and keeping) new bespoke clients.

Many independent jewellers work from unconventional spaces before taking the plunge and opening a showroom or retail space. From kitchen tables and bedroom benches to shared studios and communal workspaces, a jeweller doesn’t need much physical space in order to work and manufacture designs.

Jewellery is aspirational, which means that people will often have a saved Wishlist, an idea of their ‘dream’ engagement ring, or a Pinterest board of wedding inspiration long before they’ve even got an occasion to buy for (or the budget). Create an aspirational feed that inspires your audience, including not just images of the gemstones and diamonds you use and designs that you make, but also showing related inspiration associated with your brand values that might resonate with your ideal customer.